The assignment:
You will continue to work on a campaign that starts with your creative strategy and the three
print ads from assignment #2. You may once again revise the creative strategy you turned
in with assignment #2 in order to earn maximum points on this assignment. Also, you
may revise the print campaign and formatted copy you turned in with assignment #2 in
order to earn maximum points and to more closely reflect your creative strategy.
Then, you will apply what you have learned in lecture and throughout many of the readings to
expand your campaign across multiple media. All work must reflect your Single Minded
Proposition and the rest of your creative brief.
Specifically, you will create a total of four new ads in rough form for your campaign.
Remember. We are using the term “ads’ in the widest possible sense. Please indicate the
medium you are using on the roughs.
Two of the new ads you turn in will be roughs for ads from two different media from the
following list of traditional media:
Traditional Out of home
Radio (Script format shown in Barry, pg. 249)
Television spot (Storyboard format shown in Barry, pg. 161)
You will write up a one-page, double-spaced justification for your specific traditional media
choices. Make sure your justification is more than a generic overview of the strengths of the
medium. Explain why it is right for your brand, and your creative strategy (including target
market and SMP). Definitely review the section in the Touchpoints lecture on the value of
maximizing impact through context. (And yes, both traditional media justifications go on the
same single page.)
Keep in mind that a justification IS NOT a description of what you did. It’s an explanation of
why your specific choices were smart.)
You will also present two new ads as roughs for two different executions from the following
list of new media:
Digital media
Alternative and guerilla media
For roughs, you will draw a visual representation of your execution. For example, if you are
creating an app, draw one or more screen shots of how the app will look. Include any words
that are important for understanding your message. If you are creating an installation, draw a
visual of the installation. Again, include any words that are important to understanding your
message.
Using the same guidelines as described in the traditional media explanation, write up another
one-page, double-spaced justification for your new media choices. Again, it will be helpful to
review the lecture on maximizing impact through context (Yes, once again both new media
justifications go on the same page.)
You will also turn in:
The creative strategy for the campaign
Your three ad print campaign
Formatted body copy sheet for one of the print ads
As stated earlier, you may revise the creative strategy, print campaign and formatted body
copy sheet you turned in with assignment #2 for this assignment to maximize points earned.
If you earned the maximum number of points for any or all of these elements on Assignment
#2, you just need to turn those back in with Assignment #3 to earn the maximum number of
points for them on this assignment. Please mark them “No revision needed.”
Page order and points breakdown
The assignment is worth 100 points (or 20% of your final grade for the course).
Page 1: Title page with your team name, the brand you are working on, and the name
and UIN of each team member who worked on Assignment #3
Page 2: Your creative strategy (10 points)
Pages 3, 4 and 5: Your three ad print campaign (15 points)
Page 6: Formatted body copy for one print ad (5 points)
Pages 7 and 8: Two ads from the traditional media list (25 points)
Page 9: Justification for your traditional media choices (10 points)
Pages 10 and 111: Two ads from the new media list (25 points)
Page 12: Justification for your new media choices (10 points)
Staple or paper clip the pages together. You will be penalized one point for every spelling
error, including those in the rough ads. You will lose points for instructions not followed.
Good luck. And have fun!
